THE PHENOMENON OF ESCAPISM IN ADVERTISING TOURIST NARRATIVE

Abstract

Purpose. This article is devoted to the analysis of the special features of escapism as an essential phenomenon of human existence, realized through the advertising tourist narrative. Methodology. The study is based on philosophical reflection, which is understood as a special method for analyzing socio-cultural phenomena. General scientific methods of observation and description were also used. Results. The article deals with instrumental escapism, which serves as human adaptation in modern society. It is revealed that the advertising tourist narrative is a catalyst for escapism. Such principle strategies of escapism as the discrepancy between actual and potential being and the discrepancy between the real and ideal «I» are defined and justified. Practical inplications. The results of the study can be applied in the field of philosophy of culture, philosophical anthropology, general linguistics, culture-oriented linguistics and cultural studies.

Keywords

• рекламный туристический нарратив
• эскапизм
• инструментальный эскапизм
• туристический эскапизм
• реальность
• реальное и потенциальное бытие
• я-концепция
• я-реальное
• я-идеальное